Cover Trail

Bloomberg Businessweek (Asia) - - CONTENTS -

How the cover gets made

① “The cover story is on Twit­ter. It just had its 10-year an­niver­sary, and the CEO is fig­ur­ing out how to move the com­pany for­ward now that its

growth has stalled.”

“It’s hard when you’re work­ing on the

same thing year af­ter year. At first ev­ery­thing seems fresh and new, and then you feel like you start re­peat­ing your­self. Like you’ve cre­ated a great for­mula for some­thing, then you’re just stuck with it, and it gets less

ex­cit­ing. And you find your­self star­ing out the win­dow for hours and hours won­der­ing if you’ve reached the peak of your suc­cess. Think­ing about how you thought it would feel

dif­fer­ent. You thought you’d be hap­pier. But you’re not, you’re just as scared as ever. And then the dark­ness starts to creep in … ”

“That’s great and all, but maybe we

should fo­cus on the cover.”

“Let’s shoot the CEO.”

② “Great photo.”

“Agreed. All we have to do now is draw birds all over him. Very sad birds, cry­ing and pulling out their


“You need help.”

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